东华大学学位论文原创性声明
本人郑重声明：我恪守学术道德，崇尚严谨学风。所呈交的
学位论文，是本人在导师的指导下，独立进行研究工作所取得的
成果。除文中已明确注明和引用的内容外，本论文不包含任何其
他个人或集体已经发表或撰写过的作品及成果的内容。论文为本
人亲自撰写，我对所写的内容负责，并完全意识到本声明的法律
结果由本人承担。
学位论文作者签名：
日期：
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摘要
随着我国经济发展不断增速，居民的财富积累呈稳定增加趋势，
对资本市场的投资需求也持续增长。私募基金是用大众传播之外的募
集手段，以特定目标为投资对象通过非公开的方式向特定投资者募资
而设立的基金，具有收益丰厚、风险高、起投门槛高等特点，在资产
管理市场中它的名字正逐渐被大众所知悉。私募行业政策日新月异，
基于其独特性和新兴性，针对私募基金公司营销策略方面的研究也需
要不断改进，与时俱进不断提升营销策略才能使企业往前更迈一步。
本文的研究主体为 Y私募基金公司，围绕着公司私募基金产品
展开营销策略的改进研究。首先，从金融产品相关市场营销理论进行
了梳理和总结；其次，针对 Y公司概况以及私募基金市场营销现状
进行了深度分析；再次，在对私募基金行业的宏观环境、竞争环境进
行剖析的基础上，以私募基金投资者为目标展开了市场调研；最后，
针对 Y私募基金公司产品缺乏有效营销策略的现状，对 Y公司基金
产品营销策略进行了改进设计和保障措施。
本文通过对市场营销文献大量参阅、查询引用最新的行业数据，
对私募基金公司的营销问题进行全面的分解剖析。而后采取数据分析、
数据测算、经验归纳、引例参考等方法深度研究了 Y私募基金公司
的产品营销策略，希望能够引领私募产品营销实践的新开端。
关键词：私募基金；市场营销；市场定位；营销策略
ABSTRACT
With the continuous growth of China's economic development, the wealth
accumulation of residents is increasing steadily, and the investment demand for the
capital market also continues to grow.Private equity fund is a fund established by
means of mass communication and raising funds from specific investors through
non-public means. It has the characteristics of rich returns, high risk and high starting
investment threshold. Its name is gradually being known by the public in the asset
management market.The policy of the private equity industry is constantly changing
with each passing day. Based on its uniqueness and emerging nature, the research on
the marketing strategy of private equity fund companies also needs to be constantly
improved. Only by advancing with The Times can enterprises take a step forward.
The research subject of this paper is Y private equity fund company, which
focuses on the marketing strategy improvement of the company's private equity fund
products.Firstly, it summarizes and summarizes the marketing theory of financial
products; secondly, analyzes the general situation of Y company and the marketing
situation of the private equity investors; finally, improves the design of the marketing
strategy of Y fund products.
This paper refers to the marketing literature, quotes the latest industry data, and
analyzes the marketing problems of private fund companies.Then, we deeply studied
the product marketing strategy of Y private equity fund company by adopting the
methods of data analysis, data calculation, experience induction, and cited example
reference, hoping to lead the new beginning of private equity product marketing
practice.
Zhou Meng He
Supervised by Sun Ming Gui
KEY WORDS: private equity funds,marketing,market positioning,marketing strategy